| Titolo | Driving-School |
| Agenzia | DDB Berlin |
| Campagna | Truly Volkswagen |
| Cliente | Volkswagen |
| Marca | Volkswagen |
| Posted | Luglio 2006 |
| Prodotto | Fox |
| Settore | Auto Nuove |
| Trama | SUMMARY In April 2005, Volkswagen introduced the Fox to the price driven mini-segment despite Volkswagens premium image and the Fox being slightly higher priced than the competition. Instead of a generic price or lifestyle positioning, Fox advertising addressed the drivers wish for fully-fledged cars and portrayed Fox as the only mini car that didnt require a compromise. This strategy turned out to be a tremendous success: the campaign achieved above average tracking results and the message was regarded as extremely relevant. It reached 36% above the average 39% market segment in terms of recognition. The intended benchmark image was achieved within a short time and Fox became number one in the mini car segment with over 25,000 units sold. |
| Tipo di Media | Stampa e stampati |
| Creative Director | Wolfgang Schneider |
| Creative Director | Mathias Stiller |
| Art Director | Sandra Schilling |
| Art Director | Michael Janke |
| Account Manager | Michael Lamm |
| Account Manager | Esther Wiedemann |
| Photographer | Christian Stoll |
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